Warner Bros. Consumer Products has detailed its plans to drive Looney Tunes as the leading brand in promoting an active lifestyle among children.
Bugs Bunny, Dafy Duck, Sylvester and the rest of the gang have found themselves as ambassadors for the campaign to keep kids healthy through sports since the launch of the Space Jam movie in 1996.
Since then, and in its efforts to maintain its appeal in the sector, WBCP has been working with a number of partners on key initiatives across the sports sector, including Fit for Sport Nike as well as the National Basketball Association.
Looney Tunes characters have been working as ambassadors for healthy lifestyles during the UK school holidays at Fit for Sport’s Activity Camps where themed sports and games – as well as the characters themselves – have been reaching more than 250,000 children at 80 camps since this Easter.
“Kids love the Looney tunes characters, so this partnership is an obvious fit for us and we hope it encourages even more children to get excited about keeping active,” said Paul Bufton, WBCP EMEA senior vice president, licensing and business development.
Meanwhile, Nike+ Run Club has been using the Looney Tunes characters as a squad of Zoom Pace Setters to motivate runners of all levels during the Nike Find Your Fast Challenge.
The eight-week challenge was designed to encourage athletes to train together with Nike+ Run Club on the way to achieving their fastest mile. Bugs Bunny, Lola Bunny, Sylvester, Tweety and a host of classic Looney Tunes characters were on hand to set the pace and provide tips and challenges.
Finally, WBCP is continuing its EMEA-wide partnership with the National Basketball Association that sees Looney Tunes characters featured across consumer products, events and promotional campaigns.
The aim is to drive interest and participation in the sport among four to 12 year olds.
“We look forward to more kids getting into the game as the Jr. NBA clinics come to more cities throughout Europe.”